Analytical Brand Strategist (Freelance to full-time)

US-NY-New York
Requisition ID
2017-4052
# of Openings
1
Category
Strategy and Planning

Overview

We're seeking a Freelance Brand Strategist (with a goal of eventual full-time employment) to join our Analytic Insights & Strategy team. This quantitatively-focused role will be responsible for deriving creative consumer insights and driving brand strategy primarily based on quant research.

 

The strategist will become an expert on Y&R's proprietary database of consumer perceptions of brands (Brand Asset Valuator -- BAV) and utilize it to support Y&R's strategic planning framework.

 

You must have a proven interest in marketing and brand insights and be comfortable working with and interpreting data.

 

 

Responsibilities

KEY RESPONSIBILITIES:

  • Analyzing the various facets of a brand, including brand personality, performance, positioning, targeting, loyalty, partnerships and elasticity, using proprietary research such as BAV, and that of key research vendors such as Simmons, TRU, Iconoculture, etc.
  • Applying statistical analyses to consumer brand data using tools such as SPSS and Microsoft Excel (e.g. correlation, regression, factoring, clustering, and perceptual mapping).
  • Creatively integrating quantitative and qualitative findings and presenting strategic recommendations to internal teams and clients.
  • Closely collaborating with the Brand Planning department by providing analytic brand insights that drive brand and advertising strategy development for our clients as well as new business prospects.
  • Working with clients to determine relative brand strengths and weaknesses, and to develop strategies to improve their brand's equity among key customer targets.
  • Designing and administering surveys to gain additional insight into client and competitor brands.
  • Conducting secondary research on clients, their brand portfolio, their customers and their competitors in order to understand the internal and external environment of the brand.

Qualifications

SKILLS & QUALIFICATIONS:  

 

  • Strong interest in and knowledge of advertising/marketing, particularly branding
  • Bachelor's degree in marketing-related field
  • Strength in analytic skills; prior statistics and/or market research experience
  • Very strong reasoning and problem solving skills
  • Excellent writing, communication and presentation ability
  • Excellent research skills
  • Fluency in Excel, PowerPoint and Word
  • Proficiency in SPSS/statistical packages
  • Experience with Simmons and other brand/consumer research tools an asset

 

 

 

ABOUT YOUNG & RUBICAM:

 

Founded in 1923, Y&R is one of the world's preeminent global communications companies, with 182 offices across 82 countries around the world. Y&R's founder, Raymond Rubicam, believed that the company's mission was to Resist the Usual on behalf of our clients. Today, that is kept alive by melding top-flight creativity with innovation to create new consumer experiences.

 

Over the last 20 years, Y&R has amassed the industry's largest global database of consumer brand perceptions. It forms the basis of our proprietary tool, BrandAsset Valuator (BAV), an unrivaled, data-driven framework for strategic planning. BAV is the world's largest quantitative study of brands, spanning 51 countries and over 800,000 respondents. With such a wealth of data, the study provides an empirical and historically validated demonstration of how brands grow and decline, and its metrics have been linked to both current and future financial performance.

 

 

 

 

We embrace diversity at Y&R.  In fact, we celebrate it.  We have different backgrounds.  Passports.  Genders. Orientations.  Beliefs. We have different skills, ambitions and talents. We’re fresh out of school and we have years of experience.  We’ve come back from serving our country.  We’re returning after starting our families.

 

We are inclusive. Full stop. Diversity enriches our culture, enhances our worldview and makes us better partners to our clients and better citizens of the world.  Our differences add up to a stronger whole, because it takes all kinds of people to build all kinds of brands. We are Y&R.  And we Resist the Usual.

 

Y&R is an equal opportunity and affirmative action employer.
Minority/Female/Veteran/Individuals with Disabilities/Sexual Orientation/Gender Identity.

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